MULTILINGUALISM IN KUNMING: AN INVESTIGATION ON LINGUISTIC LANDSCAPE

Abstract

This study investigates the linguistic landscape of Kunming, with a specific focus on the representation and visual prominence of languages on restaurant signs across key commercial streets. As Kunming is a culturally diverse city located in southwestern China, it serves as an ideal setting to explore how different linguistic groups are represented in public signage and how the visual design of these signs influences the visibility and perceived status of various languages. The research examines several prominent streets, including Laojie, Nanqiang Street, Wenhua Lane, Yuanxi Street, Daguan Street, Shuangqiao Street, South Asian Style Garden, Juxian Street, and Shi Lin Street, known for their vibrant cultural and commercial activities.

Employing a mixed-methods approach, the study combines quantitative analysis of the frequency and distribution of languages with qualitative assessments of the visual prominence and design elements of the signage. The findings reveal that while Mandarin Chinese remains the dominant language across most areas, its prevalence is strongly influenced by national language policies that promote Mandarin as the official language of communication throughout China. These policies, which emphasize the use of Mandarin in public signage and formal communications, are reflected in the linguistic landscape of Kunming, where Mandarin often takes precedence over other languages.

Despite the dominance of Mandarin, the study also identifies significant variation in the use of other languages such as English, Thai, Japanese, and minority languages from Yunnan Province. These variations are influenced by factors such as the cultural and economic characteristics of the area, the presence of educational institutions, and the target audience of the businesses. In areas with a high concentration of tourists or international residents, English and other foreign languages are more prominently displayed alongside Mandarin.

The study further explores the sociolinguistic implications of language use on public signs, particularly how the visual prominence of certain languages affects their visibility and the perceived cultural status within Kunming’s multilingual environment. The results suggest that while Mandarin’s dominance is a direct outcome of state language policies, the presence of other languages on signage reflects the city’s ongoing cultural exchanges and its role as a regional hub for education and international trade.

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